Summary
Fonterra, the New Zealand dairy co-operative, has been a regular exhibitor at the China International Import Expo (CIIE) for consecutive years, leveraging the platform to deepen its presence in the Chinese market. Its booth size, number of contracts signed, and product range have grown steadily. In 2024, it opened an application centre in Wuhan, developing new products across bakery, meal, and beverage channels to strengthen local innovation.
The CIIE serves not only for product display and market insights but also as a 'meeting room' to connect global partners, with unexpected encounters including reunions with partners and exchanges with unfamiliar visitors. During the 8th CIIE, Fonterra's management team visited to experience China's innovation vitality and identify internationalisation needs of other companies, exploring new collaboration possibilities.
Commentary
Fonterra's sustained investment in the CIIE reflects its long-term commitment to the Chinese market. For New Zealand SME owners, this signals several points: First, the CIIE is not just a stage for large enterprises but also a window for SMEs to access Chinese buyers and understand market trends. Fonterra's local innovation (e.g., the Wuhan application centre) adapts to Chinese consumer demands; SMEs can learn from this approach to develop customised products for niche Chinese markets.
Second, the 'unexpected connections' from the CIIE show that the value of exhibitions lies not only in signing contracts but also in building networks and discovering potential partnerships. SMEs should proactively engage with such platforms, or if unable to exhibit, connect via online channels or industry bodies.
Keywords: Fonterra, CIIE, Chinese market, local innovation, dairy, New Zealand, co-operation opportunities, consumer trends
Summary in Chinese | 摘要
新西兰乳业巨头恒天然作为进博会“全勤生”，连续多年参展，借助这一平台深耕中国市场。其展位面积、签约数量和产品种类持续增长，2024年武汉应用中心揭幕，研发覆盖烘焙、餐食、饮料全渠道的新产品，强化本土化创新。进博会不仅用于产品展示和市场洞察，还成为恒天然链接全球伙伴的“会客厅”，意外联结频发，包括合作伙伴重逢和陌生访客交流。
第八届进博会期间，恒天然管理团队组团到访，感受中国创新活力，并捕捉其他企业的国际化需求，挖掘新合作可能。
Commentary in Chinese | 评论
恒天然在进博会上的持续投入，反映了其对中国市场的长期承诺。对于新西兰中小企业主而言，这传递了几个信号：首先，进博会不仅是大型企业的舞台，也是中小企业接触中国买家、了解市场趋势的窗口。恒天然通过本土化创新（如武汉应用中心）适应中国消费需求，中小企业可借鉴其思路，针对中国细分市场开发定制化产品。
其次，进博会带来的“意外联结”表明，展会价值不仅在于签约，更在于建立人脉和发现潜在合作。中小企业应主动参与此类平台，即使无法参展，也可通过线上渠道或行业组织对接资源。
关键词: 恒天然, 进博会, 中国市场, 本土化创新, 乳制品, 新西兰, 合作机遇, 消费趋势
Source: Penguin Number
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